Green ain’t so $reen

Not so stunning news from the New York Times today on the slipping sales revenue power of environmentally better products. Tough times lead to tough decisions; necessity often limits our choices and when it comes to money that usually is made obvious. However, when you look at comments like this from an analysts at Bernstein &Co., “You see disproportionately negative impact from products like Green Works, out of the big blue-chip companies that have tried to layer a green offering on top of their conventional offering” In this statement, I believe you see the fault line – the attempt to “layer” a green offer. It should be at the core of the brand’s intent and this we have not seen from the big players.

Author: Dean Crutchfield

Builds Brands and Fixes Them When Broken

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